From Animated LP to Rapidly Iteratable LP Focused on Conversions

When working with a dedicated engineering team in marketing, I often use design tools like Figma to build wireframes, incorporate assets, and add animations when needed. These projects usually involve complex animations, such as for product launches or promotions, rather than simple landing pages focused on conversions. For those, no-code tools are often more suitable, allowing more team members to easily make edits.

The News Movement

The News Movement is a media startup targeting a younger audience, especially Gen Z. The startup experimented extensively with different content types and channels. I was involved in a series of rebrands for the main landing pages. Since the team had a dedicated engineering group, my design process included creating animated prototypes in Figma.

BSC/MCS

I was tasked with building a tech course at a university in Ireland, supported by Stripe. The project needed to be completed within 2.5 months, covering discovery, design, and engineering. I used design tools to facilitate collaboration with stakeholders, college professors, and sponsors.

Fetch.ai

Fetch.ai pivoted its parking swap app into various projects, leveraging its foundation in mapping technologies—first as a gig-worker marketplace, and eventually as an event discovery platform. Landing pages were created to capture these concepts and test them with the market and investors.

2021-2022

floxx

Community Event Discovery App (iOS)

• Gig worker app research: Including Angie's List, Uber, and Turo
• MVP wireframes: Collaborated with marketing, engineering, and legal teams to define the executable design for the initial launch.
• Business concept iterations: Through a series of wireframing exercises, the business model was rapidly tested and evolved into the current community event discovery app.

After researching similar and competitive gig worker services, series of wireframes were built for street parking sharing service iteration of the Flockx app.

Jupiter Health

At Jupiter Health, I collaborated with the former CMO of Glassdoor to experiment with paid advertising across various social platforms and tested landing pages tailored to personas ranging from individuals to small business owners interested in alternative, affordable insurance plans. Designs were updated based on sign-up performance and tested across different UI and copy variations.

2025

Jupiter Plan

Direct-pay Health Provider Platform

• Consumer Search Portal: A patient-facing platform that enables users to search for medical providers offering direct-pay services, bypassing complex health insurance. Some providers offer more competitive rates, giving users a cost-effective alternative.
• Provider Registration Portal: A dedicated platform for healthcare providers to register their services by selecting from HCPCS/CPT codes or multiple Medicare-based pricing options, making it easier to offer direct-pay options to patients.
• Conversational Assistance: With recent trends in AI-driven healthcare, the MVP is evolving to include interactive AI assistance, helping users navigate provider options, compare pricing, and seamlessly find the right healthcare services.

Jupiter Plan's MVP website

No-code software is valuable for marketing teams without a dedicated engineering team, as it fosters collaboration with non-designers and non-engineers. However, the flexibility of these tools can vary widely. For example, Webflow offers significant flexibility for designers, but this can lead to disorganized files or be overwhelming for non-designers. In contrast, template-based platforms like Squarespace or Shopify themes provide useful constraints that enhance collaboration, though they come with limitations in customization.

Webflow

In the Edge team, the marketing team is heavily involved in creating landing pages, making Webflow an ideal tool. My task is to design key landing pages and set up reusable classes and components, enabling anyone on the marketing team to quickly create one-off landing pages for faster testing.